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TOURISM BRANDING THE POWER OF YOUR VOICE Specially Prepared for: U.S. Department of Commerce Export Council for the Pacific January 2010 © Copyright CNN TASK 2010
THE IMPORTANCE OF THE BRAND For any destination, central to tourism sector growth and development is the establishment of a: creative, compelling, Consistently applied, and competitive, BRAND which accurately reflects the experience promise, and delivery capability, of the destination. © Copyright CNN TASK 2010
PRINCIPLES OF BRANDING A Destination BRAND is a clear, concise, carefully crafted expression of the: Name Characteristics Quality Unique promise of a travel destination. © Copyright CNN TASK 2010
WHO DESTINATION BRANDS SPEAK TO © Copyright CNN TASK 2010 The destination BRAND speaks to 2 key AUDIENCES: 1.TRAVELLERS to the destination 2.RESIDENTS of the destination. &
SPEAKING TO THE TRAVELLER © Copyright CNN TASK 2010 For Tourists the Destination BRAND acts as a source of identification of not only the destination name, it is a reflection of the destination’s character and PROMISE of the traveler experience: the beauty and intrigue of places to be seen, the cultural pageantry of people to be met, the range of local activity to become a part of, the spirit of the destination to be felt. … an encapsulation of the unique experiences which the tourism can come ‘touch’ for themselves.
SPEAKING TO THE RESIDENTS © Copyright CNN TASK 2010 For the People of the Destination the destination BRAND represents a symbol of the destination’s DNA - a unifying force, aligning all of the people of the destination behind all that it has to celebrate in its: Culture Spirit Personality Future aspirations …inspiring the people of the destination to become hosts of visitors to their destination, be they formally a part of the tourism industry or simply because they call the destination ‘home’.
BRANDS SPEAKING CLEARLY © Copyright CNN TASK 2010 Ultimately the BRAND acts as the VOICE of the nation - a vital source of IDENTITY and MESSAGING for the destination.
V - VISION © Copyright CNN TASK 2010
V O I C E – VISION Expressing the destination’s: IDENTITY - as a place and people of possibility INFORMATION - key to visitor attraction and decision making INSIGHTS - around the destination’s spirit and offering INVITATION - welcoming travellers to come, see, feel and enjoy the destination © Copyright CNN TASK 2010
O - ORIGINALITY © Copyright CNN TASK 2010
V O I C E – ORIGINALITY Showcasing the destination’s uniqueness in: OFFERINGS: Places, Attractions, Experiences SPIRIT: Culture, Pride IDENTIFIERS: Images, Sounds, Look & Feel © Copyright CNN TASK 2010
I - ICONIC © Copyright CNN TASK 2010
V O I C E – ICONIC Features of the destination - ie. natural environments, structures, people, wildlife,, events, sport, elements of arts and culture - which are: SYMBOLIC MEMORABLE OWNABLE MEANINGFUL INSPIRATIONAL © Copyright CNN TASK 2010
C - COMPETITIVE © Copyright CNN TASK 2010
V O I C E – COMPETITIVE Ability to stand out and capture traveller interest through: MESSAGES MEDIA MOMENTUM © Copyright CNN TASK 2010
E - EXPERIENTIAL © Copyright CNN TASK 2010
V O I C E – EXPERIENTIAL Opportunities for travellers to engage with, and truly feel, the destination’s: PEOPLE CULTURE WAY OF LIFE DEVELOPMENT © Copyright CNN TASK 2010
VERY IMPORTANTLY © Copyright CNN TASK 2010 The power of a destination BRAND is clearly within its VOICE.
THE BOTTOM LINE © Copyright CNN TASK 2010 Destination BRANDS communicating with a clear, confident, consistent VOICE open themselves up to a world of possibility in growth, development, appreciation, competitive edge and importantly, pride.
THANK YOU FOR MORE INFORMATION PLEASE CONTACT THE CNN TASK GROUP AT CNNTASK@TURNER.COM © Copyright CNN TASK 2010
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